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<p>Acknowledgements ix</p> <p>Preface xi</p> <p>Hall of Fame xv</p> <p>Introduction 1</p> <p><b>1 Strategy 5</b></p> <p><b>2 Measure ROI by Platform 31</b></p> <p>Facebook 32</p> <p>Twitter 39</p> <p>YouTube 43</p> <p>LinkedIn 47</p> <p>Google+ 52</p> <p>Pinterest 55</p> <p>Blogs 58</p> <p><b>3 Tools 63</b></p> <p>Choosing a Supplier 63</p> <p>Popular Measuring Platforms 68</p> <p><b>4 Case Studies 89</b></p> <p>O2 – Customer Service 90</p> <p>Sabre Hospitality Solutions – Business Development 97</p> <p>Makino – Sales 101</p> <p>giffgaff – Customer Retention 109</p> <p>BRAVEday Insurance – Communication 117</p> <p>Beats by Dr. Dre – Viral Campaign 123</p> <p><b>5 Safeguarding ROI 129</b></p> <p>Index 135</p>

<b>Christer Holloman</b> has been writing technology trend features for Sky News online the last three years and was previously the Head of Digital Product Development at <i>The Times</i> and <i>The Sunday Times</i> in London.<br /> Holloman is a popular keynote speaker with audiences ranging from business students to C-level executives and is frequently hired for conferences and corporate events around the world by clients such as The Chartered Institute of Marketing, Dell and Nokia.<br /> What makes him a unique journalist and speaker is that he regularly consults for major companies and tech start-ups on digital business development projects. That means he won’t be passing around 2nd hand information or theories but instead current best practices and transferrable hands on advice that will inspire readers and delegates. <br /> Europe's largest regional newspaper <i>The Evening Standard</i> named Holloman one of London's most influential individuals working within New Media.<br /> Christer Holloman is currently completing his MBA at Said Business School, Oxford University, as a Wallenberg Scholar. He is a member of the National Union of Journalists and holds a BSc in Business from the University of Umea, Sweden.<br /> For more information please visit <b>http://www.holloman.info/</b> or to discuss possible speaking engagements email him directly contact@holloman.info or Google speaking agencies that represents him.

<b>The bestselling <i>The Social Media MBA</i> series published in three languages is on track to have been sold in over 10,000 copies with this third publication.</b> <p>Irrespective of what industry or department you are working in, your leaders will increasingly expect that you know how to measure the return on investment from social media – just as they expect you to measure the return on any other business activity you engage in. This becomes even more critical if you plan to ask for additional resources for social, time and money, going forward.</p> <p><i>The Social Media MBA Guide to ROI</i> is for those who want to start measuring the tangible and intangible returns on investment on their social media activities and are looking for some straightforward advice on how to get on with it; from making the business case for social to defining suitable goals and more, including:</p> <ul> <li>How to set up free tools such as Google Analytics and premium tools like Radian6 to help you track ROI</li> <li>How to take advantage of build-in ROI features on some of the most popular channels such Facebook and YouTube</li> <li>Case studies from some of the most social media savvy brands sharing their approach to ROI, including Cisco, Heineken, Beats by Dr Dre and more!</li> </ul> <p>Social media is not just about making money but just as much an opportunity to save money which this books explores, as well as taking a also look at how you can improve your ROI figures to help you impress your leadership team even more.</p> <p>Connect with the author, case study interviewees and other readers by joining the <i>The Social Media MBA Alumi</i> group, visit <b>http://www.socialmedia-mba.com</b> or search or the group on LinkedIn to stay updated on the latest, ask questions or join the discussions.</p>

“Measuring the impact of Social Media strategies can be a daunting task. But this book tackles the problems head on and provides simple and comprehensive approaches. Once through with this book you’ll have nothing left to do but implement the practices documented here. And even more importantly, explain to management why.”<br /> <br /> <b>Jared Young, Senior Director, Barclaycard</b><br /> <b>US, Consumer Markets<br /> <br /> </b>“This is a book that is really needed to support the social hooked community to convince the not-so-hooked ‘others’. If it can help some of us that are hooked to go from praise to facts when convincing the resistance about the huge opportunities of a wide, ever-changing and fast use of social, then it is well worth the cost to buy and the time to read the book.”<b><br /> <br /> Olle Hagelin, Senior Manager Field Data<br /> Management, Sony Mobile Communication<br /> <br /> </b>“Can you measure the ROI of social media? And if so, how do you choose the right platforms and tools for your business? In this book, Christer shows that measuring ROI for social media is indeed possible. Christer takes you through the strategic planning stage, onto measuring ROI by platform, and finally shares real life examples of how others have tackled this tricky subject. It’s full of actionable insights and another great book in the MBA series.”<b><br /> <br /> Andy Hill, Social Media Manager, Xerox</b>

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